Carl Roth
The right mixture
in e-Business.
The client
Carl Roth, founded 1879 in Karlsruhe, is a company operating in the chemistry, life science, and laboratory equipment sectors. Sales and mail order catalogues look back on a tradition of more than 100 years at Carl Roth GmbH & Co. In 1990, the first ROTH general catalogue, including the three sectors of laboratory equipment, life sciences and chemistry, was published. Since 1996, the company is represented online at www.carl-roth.de.
The task
All the data from the current print catalogue with 14,000 products, 2,500 product characteristics, and about 10,000 product groups had to be made accessible to Carl Roth's clients on the internet. Apart from that, all order processes had to be transferred to the internet. Carl Roth aims at achieving greater customer loyalty by more service and relevance. Special emphasis was also put on upgrading the distribution network in and via the Internet. Parallel to this project, the existing Internet entrance of Carl Roth was relaunched and communicode was chosen as service provider.
The implementation
The introduction of a Product Information Management System (PIM) guarantees the on- and offline administration of the catalogue as well as print generating. As a source for structured data (XML), PIM uses the media neutral database ASIM® of DHW information management, for unstructured data (e.g. marketing texts) the Web Content Management System (WCMS) RedDot® of RedDot Solutions. The already existing merchandise management system was integrated into the technical implementation. To introduce the system, all products of the chemical and pharmaceutical company were individually classified, administered and compared. Since then, all data has been kept media neutral and administered within the product database ASIM®.
The integration of search functions simplifies the online search for products. Apart from that, special offers and information material about the different product groups are available as PDF files for downloading. All pictures and information about the products were generated from ASIM®.
The details
The workflow had been optimized in such a way that the flows of information could be managed efficiently. We implemented the CMS of RedDot® to integrate also decentralized working editors in a functioning workflow. By applying a pre-defined layout, the product catalogue and the shop system are integrated into the website as core components of PIM. The ordering process was designed in such way that all information was automatically forwarded to a shopping basket within the e-Procurement system. All information is available multilingual, initially in German, English, French and Dutch. With PIM, Carl Roth is able to offer its clients special products at prices and availabilities on a daily pesonalized basis on the internet. Prices and the product portfolio are presented in a market specific manner via a multiclient-oriented online platform for individual countries.
PIM enables Carl Roth to offer their customers special products at daily rates and availabilities personalized on the Internet. In a password-protected area the customer has also access to personalized functions such as individual shopping baskets. The favourites section of the product catalogue can be arranged individually and personal settings such as master data, bookmarks etc. can be changed. Each page provides the option to get directly in touch with the responsible contact of Carl Roth. Personalized functions, such as individual shopping baskets are available to the client in a password protected area. The favourites bar of the product catalogue can be compiled individually. In addition to that it is possible for the client to alter personal settings such as master data, bookmarks etc. Each page provides the possibility to contact the responsible member of staff at Carl Roth directly.
In the B2B area, the online platform of Carl Roth provides the client with an extensive workflow concept for the order process. Customer specific user groups can be defined, different role definitions (buyer, supervisor and administrator) guarantee that only certain employees of a client are able initiate the order process.Apart from that, the platform provides support of the SAP-OCI intervace for integration in the SAP environment. That way, shopping baskets, which are created under www.carlroth.de can be transferred to the SAP system without a problem.
Contact
Carl Roth GmbH & Co. KG
Schoemperlenstraße 3-5
76185 Karlsruhe
Phone: +49 (0) 721-5606-0
